Vincent van Gogh has long been one of Amsterdam's biggest tourist attractions but the 19th-century painter is taking on a new role: trade and culture ambassador for the Dutch capital. Van Gogh's self portrait, along with 11 other works by 19th-century Dutch impressionists, will be on show for more than a month in Beijing.

The exhibition is a cultural gift from the Amsterdam trade delegation which will be visiting China at the end of August. The Rijksmuseum made the works available following a request by the Amsterdam City Council and the exhibition is being sponsored by ING bank, Philips, AKSO Nobel and Air France-KLM.

Amsterdam Councillor Carolien Gehrels says:
"If Amsterdam can build bridges using its cultural treasures, we're more than happy to do that. It works really well; you learn so much about each other and it really generates interest. It's a very good way to create openings for trade and business. It's true all over the world, including China - especially with such famous artists as Vincent van Gogh and his contemporaries".

Building bridges
The treasures stored in Amsterdam's museums - along with the Dutch capital's international outlook and excellent transport links - are important assets when promoting Amsterdam to companies from China and elsewhere in the world, says Councillor Gehrels.

"When I have conversations with people in senior positions with international companies they say to me 'Carolien, please be very careful with all those major artworks'. The artworks are very international, important for the future and build bridges between people. It makes it easy to start conversations; there's always something to talk about. It makes a city extremely attractive for all the expats who are far from home."

The city of Amsterdam's mission to attract more Chinese businesses was given a boost earlier this year when the ICBC, the world's largest bank, opened offices in the Dutch capital. The Amsterdam branch chiefly focuses on Chinese clients in the Netherlands. Amsterdam also benefits from being twinned with Beijing.

Being used
Tim Zeedijk, the Rijksmuseum's head of exhibitions, says the museum is delighted that people in Beijing are getting the opportunity to see the work of Van Gogh and his contemporaries. The Rijksmuseum has been going undergoing extensive renovations for several years now and many of the museum's important works have been in storage, including those that will be shown in Beijing. A large number of the museum's important works have been sent out on loan or on tour during the ongoing renovation work.

Mr Zeedijk says the Rijksmuseum has absolutely no objection to being used as an asset by the Dutch government or companies.
"We've had numerous exhibitions abroad that have been opened by Queen Beatrix, including one in Luxembourg a few years ago and another one recently in Qatar. We are always very pleased and satisfied if one of our exhibitions can contribute to the positive image of the Netherlands or benefit Dutch companies. This exhibition will benefit the city of Amsterdam and we are more than happy to help."

Breaking with protocol
The Beijing exhibition shows work from the end of the 19th century, also known in the Netherlands as the Second Golden Age and features, alongside Van Gogh's 1887 self-portrait, works by Isaac Israels, George Breitner, Willem Witsen, Eduard Karsen and Willem de Zwart.

Other Dutch cultural assets are also used to strengthen international ties: Queen Beatrix started the practice of taking along the Royal Concertgebouw Orchestra on state visits or treating her hosts to a performance by the National Ballet or the Netherlands Dance Theatre. The move was a radical break with protocol but, rumour has it, the queen did it to avoid the long and boring state banquets.

(jc/imm)